Examining Customer–Brand Relationships: A Critical Approach to Empirical Models on Brand Attachment, Love, and Engagement
This study establishes the relationship among three concepts (attachment, love, and engagement) that have attracted the interest of both practitioners and researchers lately. Based on the consumer⁻brand relationship literature, a theoretical model is proposed. Using data obtained from a su...
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| Format: | Article |
| Language: | English |
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MDPI AG
2019-01-01
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| Series: | Administrative Sciences |
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| Online Access: | https://www.mdpi.com/2076-3387/9/1/10 |